Who’s Who

Andy Dexter

Principal at Neon & Vine, and Culturise founder.

aandyAndy has 25 years’ experience and expertise as a serial entrepreneur, ideas person, CEO and senior advisor in the world of marketing, insight and strategy.

His previous venture – Truth Consulting – won all the research industry awards going, from Best New Agency a year after its 2007 launch, to Best Agency just two years later. The business was subsequently acquired by a communications consultancy. He now runs Neon & Vine, an ideas production company with several initiatives under its umbrella, including Culturise.

He envisions Culturise as half think tank, half virtual agency – and all good. Culturise members aim to collaborate in various combinations to address clients’ strategic needs across three strands of thinking:

  • Social and Cultural – how brands and businesses develop purpose and meaning.
  • Wellbeing of People  – how companies can help individuals in their lives.
  • Human Experience – how brands and businesses can create fulfilling experiences.

As an explorer and creative strategist, Andy has worked with many of the world’s leading companies on a variety of groundbreaking projects, and won too many awards to mention.



Fiona Blades

President and Chief Experience Officer, MESH Experience

%e2%80%adfiona_website-2Fiona set up MESH Experience in 2006, following a career in petfood marketing and advertising planning at agencies like Leo Burnett. With offices in New York, London and Sao Paulo, MESH helps clients like Delta Air Lines, Unilever and LG Electronics to make smarter investment decisions taking an Experience Driven Marketing approach.

The MESH purpose is to help clients create and measure experiences that grow brands, people, and society. Brand growth is driven by all experiences people have with brands, yet half or more typically go unmeasured. MESH’S Experience Driven Marketing approach captures how people come into contact with brands in real time, and how they feel about those experiences.

Working with communities in Brazil, MESH pioneered a Sustainable Research approach with PepsiCo which resulted in award recognition for innovation and insight as well as acting as a change agent for the client.

Outside work, Fiona loves attending the theatre, art galleries, dance and thought-provoking events. She’s also actively involved in diversity programmes such as WiRe (Women in Research) and in the US, the Woman Owned Business initiative.


Mark Earls

Founder, HERDhq

johan_strindberg_3Mark Earls (aka HERDmeister) is a pioneering and award-winning writer and consultant on marketing, communications and behaviour change.

He has written a number of highly influential books and articles like HERD and I’ll Have What She’s Having which apply insights from contemporary behavioural science to modern business and behaviour change challenges.

In particular, his work on the emerging social models of behaviour (social influence and social decision-making) are probably only 2nd by that of Young Mr Zuckerberg in making “we” vs. “me” popular and useful.

While Mark spent the first half of his career working for creative businesses like the revolutionary St Luke’s and the unstoppable Ogilvy, he now works independently in collaboration with others.

He is a fellow of the Marketing Society, the RSA and an Honorary Fellow of the IPA.


Grant McCracken

Chief Culture Officer, CultureBy

grant-mccracken-iiBorn and raised in Canada, Grant trained as an anthropologist (Ph.D. University of Chicago), and has studied American culture for 25 years. He consults for many organisations including the Ford Motor Company, Ford Foundation, Netflix, Nike, Google, Amazon, Boston Book Festival, Diageo, IBM, the Coca-Cola Company, Nike and the White House.

He started the Institute of Contemporary Culture at the Royal Ontario Museum, where he did the first museum exhibit on youth cultures. He has taught at the University of Cambridge, MIT, and the Harvard Business School.

Grant is a long time student of culture and commerce. Many academics prefer to look askance at interactions of culture and commerce. He has explored this theme in two books: Culture and Consumption I, and Culture and Consumption II. He discovered the Diderot Effect: whereby a purchase can create dissatisfaction with other possessions, provoking an escalating pattern of consumption with negative psychological and social impacts.

His book Chief Culture Officer argues that culture now creates so much opportunity and danger for the organization that need senior managers who focus on it full time.

His latest book is Culturematic, published by the Harvard Business Review Press.


Stephen Cribbett

Founder, Dub

stephencStephen is an entrepreneur, CEO of Dub and an experienced brand strategy, human insight and marketing consultant with over 20 years experience advising brands including Shell, London Transport, Orange, Cafedirect, KPN Telecom and Adidas.

Nine years ago Stephen launched Dub, to help researchers, planners and creatives use web and mobile technology to better understand what motivates global citizens to purchase, consume, use and be loyal to brands, products and services. Working in over 30 languages and 50 countries, Dub now has offices in the UK and US, servicing over 150 clients including Logitech, Which?, Netflix, Sephora, Macmillan Cancer Trust, LinkedIn, TNS, Ipsos and LinkedIn.

Forrester described Dub as ‘a player in the market, successfully developing new methods of research’, followed rapidly with recognition as one of the Top 50 Most Innovative Companies in Market Research by the GRIT Report.


Siamack Salari

CEO, Ethos


Siamack Salari is a leading global expert in ethnographic and customer journey research, with more than 20 years’ experience pioneering developments in the field.

He has always been drawn to the task of capturing people’s behaviour as naturally as possible – but in a way that can be easily accessed by researchers. This has been a central theme through his long and varied career at the forefront of ethnographic research. Even as far back as 1996, when he was involved in the first major commercial ethnographic study, he always had an underlying goal to come up with the technology that would not only take analogue work to digital, but would revolutionise the entire research process.

After running in-house research units at several major international communications agencies, he created EthOS, the world’s first mobile ethnographic research app, in 2009.

Since then, he has continued to push the boundaries of customer journey research with the launch of Journey HQ – a breakthrough research tool that provides marketers with unaffected, genuine insight into customers’ natural decision-making behaviours.

Siamack also lectures in observational research at leading universities in the UK and in France, and is a visiting fellow at King’s College London’s Department of Management. Siamack’s latest adventures include a crowdsourcing micro-jobs platform based in Chennai and a decision capture platform called Decidably, out of London.


Ian Murray

Partner and Co-Founder, house51

img_4012-ian-profile-pic-3-brighter-smallerIan co-founded house51 in 2015. He is a former Managing Director of Hall & Partners Europe and Infotools Europe and has over 20 years’ experience providing research and strategic advice to many of the world’s leading brands and not for profits including Coca-Cola, ITV, Sony, MasterCard, NSPCC and Action for Children.

Based in Shoreditch in London, house51 is a research and strategy collective that is interested in people, not consumers. The truth is that people don’t think deeply about most brands. So house51 applies the latest thinking from the behavioural and social sciences to help clients manage their own biases, focus on the stuff that really matters, and develop relationships, products and services for the real world.

Ian is also a postgraduate researcher in behavioural economics at City, University of London. His current research interests include fairness and subjective wellbeing and exploring the effects of Brexit on social identity and group polarisation.


Tim Spencer

Founder, Cognitif

Processed with VSCO with f2 presetTim has been solving complex problems for brands since the early 90’s. He cut his teeth at branding agencies Newell&Sorrell and Interbrand; there, he worked on two of the biggest global rebrands of the decade, was instrumental in founding communications and strategy departments at global advertising agency DMB&B, and was creative director for a then-unknown pop group – Scissor Sisters – responsible for the brand’s image, strategy and marketing materials.

Trained in semiotics and cultural insight at Central Saint Martins, Tim’s work has always been founded upon an understanding of the neutral territory that exists between the brand space and consumer space: the interaction zone that can integrate – or separate – the two.

At Cognitif, his main focus and interest is on strategic challenges that anticipate the brand and organisational future for a diverse range of companies – from technology and finance to automotive, FMCG, beauty and grooming, governmental and not-for-profits.

His philosophy is that all challenges and problems contain within them the building blocks for successful solutions. The kinds of challenges many organisations face in a rapidly changing world are the key to future success if fully embraced, decoded and understood.

He is also a consultant to the outdoor media industry worldwide where he is helping the industry transition from the traditional static billboard network model to a dynamic digital ‘shop window’ model for brands seeking connection to consumers.